Disneyland : an aesthetic of postmodern consumer culture, hyperreality and semiotic content in the visual arts

Abstract

In this study Disneyland is analysed as a model for the creation of an aesthetic of Postmodern consumer culture, hyperreality and semiotic content. It explores Postmodern society and its visual art preferences, whilst revealing an ubiquitous aesthetic for Postmodern spectator-consumers as actors on the proverbial Postmodern stage. The various manifestations of 'Disneyfied' consumerism, hyperreality and semiotic content collectively reveal a society saturated with mass media produced imagery and messages. In this milieu, this study explores the responsibilities as well as opportunities that are presented to the artist via a Disneyland aesthetic. These include the awareness of stereotypic information in the mass media, the exercise of responsible choice over complacent spectatorship, the celebration of newly acquired imagery, as well as the discovery of richer semiotic essences that assist a society in redefining itself. The central fear of an Orwellian 'Big Brother' syndrome and entertainment or mass media bombardment, indicates a central problem in Postmodern society. In this connection, spectator-consumers are saturated with American cultural goods via imagery, mass media messages, and fabricated 'hyperrealities' which are regarded as master narratives. The final emphasis is placed on responsible choice and meditated comprehension of personal spectatorship, as well as the manifestation of the latent power of mass media in the Information Revolution era.

AFRIKAANS : Hierdie studie ondersoek Disneyland as 'n model vir 'n estetiek van Postmoderne verbruikerskultuur, hiperrealiteit en semiotiese inhoude. Dit stel ondersoek in na die Postmoderne gemeenskap se spesifieke visuele kuns voorkeure, terwyl dit 'n onvermydelike estetika vir die Postmoderne toeskouer-verbruiker as protagonis in die Postmoderne milieu bied. Die onderskeie manifestasies van 'Disneyland-tipe' verbruik, hiperrealiteit en semiotiese inhoude skets 'n gemeenskap wat gelei word deur beeldmateriaal en boodskappe wat in die massa media voorkom. Hierdie arena bied vir die visuele kunstenaar sekere verantwoordelikhede en moontlikhede. Die studie weerspieel die wyse waarop die kunstenaar bewus moet bly van stereotipiese data wat in die massa media tentoongestel word, verantwoordelike keuses in plaas van blote passiewe toeskouerskap moet beoefen en nuwe jukstaplasings van beelde moet aanmoedig sodat waardevolle semiotiese essensies nuutgevonde definisie aan 'n gemeenskap kan gee. Die sentrale vrees vir Amerikaans-georienteerde media en vermaaklikheids oorheersing bly kommerwekkend in die Postmoderne gemeenskap. Toeskouer-verbruikers word deurgaans oorval met Amerikaanse kulturele goedere in die vorm van beelde, massa media boodskappe en nagemaakte hiperrealiteite. Die studie ondersteun die belangrikheid van verantwoordelike keuse en 'n begrip vir die manifestasie van die magsbeheer van die massa media in die era van die Inligtings Omwenteling.